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Marketing Strategy

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by

Kristen Parkhurst

on 14 April 2015

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Transcript of Marketing Strategy

Marketing Strategy
LUVYAREADER.COM
BLOG
REVIEWS
PR
BLOGGERS
INFLUENCERS
EMAIL
MARKETING
PROSPECT NURTURING:
Engage clients and prospects segmented with CTAs/messaging driven by their activity on LYR
Automated Emails based on Activity
Email to user that signs up for our email list (promoting free book)
Email to user that sends free book but doesn't purchase anything after 3 days (email promote purchase of a devotional and is personalized with the recipient's name of the free book)
Email to user that abandoned cart at checkout (with image of product in email)
Email series to user that has purchased but hasn't recorded (for first purchase only)
Email series to user that has recorded but hasn't sent (reminding them to send it)
Email series to recipient to remind them to open book
Email to recipient to send a book back to sender
Two Monthly Mass Emails to LYR Email List
Seasonal Promo
Content Marketing, Value Add
SOCIAL
MEDIA
GOALS:
Create brand awareness amongst
moms
grandmas
churches
nonprofits
military nonprofits
Relationship-based marketing
Funnel prospects to subscribe to our email list and/or visit the blog and website
GOALS:
Generate intriguing content that educates visitors with solutions to the day in the life struggle to bond/educate children with the Bible
Organic SEO
Appeal to broad audience, specifically those not ready to buy
Funnel users to website
PROSPECT NURTURING:
Users are driven to our blog through Content Marketing promotions (Ex: 5 Great Ways to Inspire Your Kids to Love the Bible)
Encourage users subscribe to our email list once on the blog
Offer users to try a book for free on LYR
Users contribute ideas and feedback for our content, books, website

PROSPECT NURTURING
:
Drive users to free book on website
Drive users to subscribe to our list
Users contribute content and feedback for our blog, books and website

GOALS:
Create brand awareness by finding like-minded, influential bloggers for Christian moms and grandmas that will do the following:
Get PR from bloggers and local news/church associations regarding product launch
Endorse LYR product
Review product
Discuss seasonal bundles
Interviews w/ LYR or users of the product
Own and/or support "the cause"
Answer the question, "How can we unite moms (and others) in the Church to bring the Bible to life to children across the globe?"
GOALS:
Move users in our Internal mailing list to action based on their location in the buying process (i.e. previous activity)
DIRECTORIES
GOALS:
Capture positive reviews for the website
Capture testimonials
Gather user feedback for future product improvement
Gain content for social sharing
PROSPECT NURTURING:
Personally re-engage reviewers to encourage social sharing
Capture video testimonials
Incentivize reviewers with product discounts, gift cards and/or AD books
GOALS:
Generate brand awareness and gain market share in children's Christian eBook/book industry, Christian education industry and Christian grandparents(?)
PAID
MEDIA
GOALS:
Increase brand awareness across Christian channels
Gather email addresses of target audience for future email marketing and lead nurturing
Drive traffic to LYR website and/or blog
PROSPECT ENGAGEMENT:
Have ads that communicate the following:
product/branding, direct selling approach to moms
product/branding, direct selling approach to grandmas
product sharing, indirect selling to grandma through moms
promote "the cause" (eventually)
content marketing to moms, soft sell approach that engages user with issues relevant to them (Ex: 5 Great Ways to Inspire Kids to Love the Bible)
content marketing to grandmas, soft sell approach that engages user with issues relevant to them (Ex: 8 Ways to Engage Kids You're Far From)
PROSPECT ENGAGEMENT:
Interact and engage users with blog posts about:
"the cause", centered around educating and uniting the global Church to:
inspire children to love the Bible
connect generations together
*Sprinkled with* Ways to use the product
PROSPECT ENGAGEMENT:
Ask for reviews on the website
Incorporate an automated email post-purchase requesting a review
PROSPECT ENGAGEMENT:
Interact with audience through:
Content Marketing (educating about "the cause")
Social contests
engaging people to rally behind "the cause"
promoting the uniqueness and uses of the product
PROSPECT NURTURING:
Funnel prospect through buying process, based on their entry point
If campaign drives them to blog, point user to try free book via blog/social/email marketing
If campaign drives them to LYR website and user tries free book, but does not purchase, engage user in short term automated email series to try next step (Ex: promote a paid devotional for that same recipient of the free book)
Enroll all users in long term email marketing that promotes content marketing once a month and seasonal offers/bundles once a month
Tagline:
Build Memories with Stories that Matter

Elevator:
LuvYa Reader lets you record your voice reading a Christian eStorybook and then email it to a child you love.

Mission
: To inspire families to connect and bond through the timeless act of sharing Bible stories.
BLOGGER ENGAGEMENT:
Focus group with local bloggers?
Request guest posts
Follow/engage on social media
Follow/engage on their blog
Advertise on their blog
Repost archived blog articles on LYR blog
GOALS:
Engage our audience through the influence of organizations that value the increase of Bible literacy and the connection between families/generations
PARTNER ENGAGEMENT:
Through relationship, make connections with these organizations discussing the cause behind LYR
Potentially offer white label version of LYR for their channel
Offer free trial of software to churches and/or channels, allowing influencer (i.e. author/CEO/pastor) to read books/send to children in their audience
PARTNERS
AD
WORDS
CHRISTIAN
MOMMY
BLOGGERS
(display ads
on beacon ad
network)
AD/BCM
EMAIL
LIST
CHRISTIAN
BOOMER
WOMEN

AD
RETARGETING
CHANNELS:
TBD
FACEBOOK
TWITTER
PINTEREST
LINKED
IN
YOU
TUBE
JEN HATMAKER
LISA TERKEURST
JAMES DOBSON

ANN VOSKAMP
MARK BATTERSON
MAX LUCADO
CHUCK SWINDOL
KRISTEN WELCH
ESTHER FADORICH
COURTNEY DEFAO
KAREN EHMAN

MIKE HUCKABEE
JOYCE MEYERS
FOCUS
ON THE
FAMILY
WE ARE
THAT
FAMILY
LOCAL
CHURCHES
AMERICAN BIBLE SOCIETY
THE SEED CO.
CENTER FOR BIBLICAL STUDIES
BIBLICAL LITERACY
FACE
TO
FACE
LOCAL
CHURCHES
SENIOR
COMMUNITIES
CHRISTIAN
MOTHER
GROUPS
GOALS:
Leverage and build relationships in the Austin area to start a buzz about product and cause
Receive feedback/insight regarding product use for each specific audience/channel

PROSPECT NURTURING:
Maintain relationships with group leaders over phone/face-to-face
Gather email addresses of attendees for engagement in our email list, blog and social media

PROSPECT ENGAGEMENT:
Leverage current relationships to hosts groups of moms, grandmas and churches for presentation/feedback of the product
Gather groups of folks that value the cause to see how we can generate a movement
LOCAL NEWS,
NON-PROFITS
CHURCH ASSN.
PR ENGAGEMENT:
Create Press Releases announcing launch
Tell the story of how LYR came to be
*Discuss the non-profit LYR will benefit*
CHANNELS:
TBD
Full transcript